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ISDIN: A Rising Spanish Star in China’s Sunscreen Market

China’s sunscreen market is a fast-growing and fast-changing market. ISDIN, a Spanish brand, took five years to establish itself as one of the top sunscreen brands in China. Its success has been built on a multipronged strategy involving careful selection of sales channels, the layout of a strong product portfolio to meet diversified consumer demand, highlighting of its manufacturing origin, omnichannel marketing, cooperation with Alibaba and early layout in offline channels.

In 2015, Spanish sunscreen brand ISDIN, entered China’s market through Tmall Global (a cross-border e-commerce platform). Five years later, its sales scale is nearly 100 times that of when it first entered China, making it Tmall’s number 1 sunscreen product. [1] In a recent marketing campaign, the online traffic generated by ISDIN was over 700 million, translating to an unprecedented spike in sales and attracting over 100,000 new fans for its social media pages. [2]

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